Manager, SEM Channels — Net32 Inc, United States

Net32 is seeking a Manager, SEM Channels to own our paid search program across Google Ads and Microsoft Ads. This role drives high-quality traffic and new dental buyer acquisition to the Net32 marketplace, with decisions grounded in causal evidence such as incrementality tests and marketing mix modeling, not platform-reported attribution alone.

This is a hands-on, performance-driven role for someone who can manage Search, Shopping, Performance Max, and Demand Gen day to day, apply customer lifetime value signals and first-party audiences to bidding and targeting, and run structured tests that shape how Net32 allocates search budget. You will own budget pacing and forecasting for the channel.

The ideal candidate is analytical, curious, and always testing, can explain performance clearly to technical and non-technical stakeholders, and can work independently in a remote, individual contributor role while collaborating closely with Analytics, Creative, Lifecycle, Product, and Engineering.

Key Responsibilities

• SEM Channel Ownership: Lead planning, management, and execution of Net32 SEM campaigns, including account structure, strategy, budget pacing and forecasting for the channel, daily bidding, and performance analysis against efficiency and volume targets.

• Tactical Channel Management: Manage Search, Shopping, Performance Max, Demand Gen, display, and video campaigns across Google and Microsoft, with clear accountability for spend efficiency, conversion volume, and new customer acquisition. Maintain testing on emerging search platforms such as OpenAI advertising.

• Performance Focus: Drive short, medium, and long-term workstreams to write, test, and optimize ad copy, sitelinks, keyword strategy, product feeds, and landing page content for evergreen campaigns and product or campaign expansions.

• Lifetime Value and Audience Strategy: Apply customer lifetime value bidding and first-party audience signals (customer match, suppression, prospecting lists) to improve acquisition quality, not just first-order volume. Partner with Analytics and Marketing Technology to activate audiences and measure the result.

• Reporting and Data Analysis: Measure SEM effectiveness, separate incremental results from platform-attributed results, and surface findings with clear recommendations, telling the story behind the data for technical and non-technical stakeholders. Build and maintain scalable reporting infrastructure in Excel or BI tools (for example Looker or Supermetrics).

• Experimentation and Optimization: Design and run incrementality and elasticity tests across funnel stages, including power analysis to establish feasibility and cost. Translate test and marketing mix modeling results into bid, budget, and campaign structure decisions. Implement holdout experiments with our incrementality testing partner.

• Cross-Functional Collaboration: Work closely with peers and leadership in Marketing, CRO, Product, Engineering, and Data/Analytics to drive best practices, identify testing opportunities, and develop channel roadmaps. Pull in design, feed, and lifecycle teammates for creative feedback, feed diagnostics, and strategy brainstorming, and build strong relationships with internal stakeholders and external partners.

• SEM Industry Insights: Stay current on industry trends through qualitative research (industry reports, current events, buyer behavior), including AI-driven campaign types, automation, and changes in how buyers discover products through search, and apply new tools and best practices where they improve efficiency and effectiveness. Evaluate and implement automation and third-party tools to improve SEM performance (AI experience is a plus).

• AI Use and Accountability: Use AI tools to work more efficiently, and own the results: review outputs closely, validate them against source data, and take responsibility for their accuracy and for every change made in the accounts.

Qualifications

• Minimum of 5 years in Paid Search (SEM) managing direct response or acquisition campaigns for a direct-to-consumer business, multi-brand retailer, or marketplace.

• Hands-on experience with Shopping and Performance Max, including product feed optimization.

• SEM/PLA bid management platform experience, with a strong grasp of how platforms behave differently, bidding logic, how account changes affect performance, and which campaigns drive efficiency versus awareness.

• Experience designing, running, or acting on incrementality tests or marketing mix model output, and comfort explaining why platform-reported results can differ from incremental results.

• Experience with keyword analysis and common keyword research tools.

• Ability to use data and metrics to back up assumptions, drive rationale, discover root causes, and identify opportunities. Working fluency in GA4 and a BI or reporting tool, and the ability to turn data into a clear story for stakeholders.

• Demonstrated leadership and strong written and verbal communication. Ability to articulate tradeoffs, explain complex issues, and communicate plans to senior executives.

• Ability to thrive in a fast-paced environment and manage multiple competing priorities, making the necessary tradeoffs among customer experience, scope, and time to market.

• Willingness to travel approximately one to three times per year.

Preferred Attributes

• Google Ads Certified (GAP) and certification in other SEM platforms. Certification is a plus, not a requirement.

• Experience with customer lifetime value or value-based bidding, and with first-party audience strategy and activation (customer match, audience suppression, LiveRamp or similar). Exposure to a CDP is a plus.

• Experience with automation and AI tools, including Google Ads scripts, and with building automated reporting.

• Experience testing landing pages in collaboration with UX and design teams.

• Experience building or implementing tags and pixels (for example through Google Tag Manager).

• Strong ad copywriting skills and a track record of learning new platforms quickly.

• Experience in the dental or medical industries.

Role Details

Reports to Director of Performance Marketing

Role type Manager-level individual contributor

Location Remote (U.S.-based, East Coast core business hours)

Travel Approximately 1-3 trips per year

Net32 provides equal employment opportunities and makes employment decisions without regard to race, color, religion or creed, sex, sexual orientation (including gender identity or expression), pregnancy, national origin, ancestry, citizenship status, genetic information, military or veteran status, age, physical or mental disability, or any other classification protected by law.